Jody Holland Blog

One of the great challenges that a not-for-profit is facing right now is how to adapt their strategies to a changing world. The way that younger generations provide support for agencies has changed significantly from what the world was like only 10 years ago. In other words, what was working before isn't going to work in the future. In the past, a company could go to a group or company and simply describe their need and the Boomers and Traditionalists felt compelled to donate. Generation Xers, on the other hand, will ask questions like... "How does me giving to you benefit me?" While Millenials will often give only because it is an online movement. As of February 2016, the Millenials are now the largest generation in the workplace. The Generation Xers are the second largest, and the Boomers are third. Knowing that the audience has changed means that we must be willing to change the approach as well. So, there are three things that you, as a non-profit, should really be doing right now to increase the conversation about your organization or your cause.

Get other people to talk about you. The idea of creating social proof isn't new. Think, "9 out of 10 dentists recommend brushing your teeth after every meal, or using our tooth paste, or not drinking soda, etc." Social proof used to be watching what our friends were doing in person, or reading about them in the newspaper. Social proof today is only partly about the story, however. Social proof today is about short video testimonials that are posted on your facebook page, or through Instagram, or using Twitter's Periscope. When you are around people that believe in your cause, ask them to say what it is about your organization that moves them. Ask them why your cause is the right one. Ask them why they support your cause, or any number of other questions, but just ask them one (1) question and capture the answer. Our world has a very short attention span and needs to hear a sound bite, not a full interview. Once you ahve captured the 10 or 20 second video, upload it to all of your social media sites and tag the speaker in the video. DON'T TAG EVERYONE YOU KNOW! That is really annoying. Instead, just tag the speaker and ask them to share it on their own page as well.

Create a conversation. This is not a face-to-face conversation, but an online conversation. When someone clicks like on your page, thank them on your own page, while tagging them. This lets them know that you are paying attention and it generates a little more buzz. It lets their friends know that they have liked your page. Any time a person posts on your page, interact with them. In fact, get a few people that you know to post questions for you and your organization and then give great answers to those questions. As you begin to interact with customers, you will see that they will begin to tell others about you as well. When you post things on social media, make it at least 3 items that are designed to help others to every one item that you are asking for something from them. Give, give, give, and then you can get. Social media is less about advertising than it is about building a sense of trust.

Create a contest. Don't make the contest about the individual getting something. Instead, make it about the individual getting to influence where you give something. If you help the homeless, then have people submit their stories of people that they know that are down on their luck and deserve a break. Make sure that you have arranged an opportunity to help one person above and beyond what you normally could. As people share their stories, let them know that the one with the most likes wins. They should be required to tag your executive director or post it on your page and then share it with their friends. If you are Untied Way, then get each of your non-profits that you support to post a story of how they have helped someone and fulfilled their mission, and have them share it on your page. Then, have then get their friends to like and share the story. The story with the most likes and most shares gets to be spotlighted for 3 months and gets lunch catered at their place for their staff. (Note: You should be able to find a restaurant to cater for free if you are willing to promote them throughout the contest.) Doing this costs you some time, but no extra budget. It does, however, create a great buzz about your organization and theirs.

One of the most important aspects of creating a social media presence for a non-profit, is to do something every day, 5 days a week. You can post positive quotes. You can highlight the people that you serve. You can do almost anything positive, but you have to do something. The new donors that you are going after, don't want to come to a rally. They don't want to be told what to do. They want to do what their friends are doing. They want to follow the social proof that exists... online. So, do something today. In fact, do something right now! If you know someone that works for a non-profit, share this with them, right now. After all, there's no time like the present to start influencing others in the right direction.

Jody Holland

Jody is a writer, motivational speaker, consultant, and entrepreneur. He has been the keynote speaker at over 250 events around the world. Jody speaks more than 150 times per year at different programs, and he has given more than 10,000 speeches during his career.

Jody has written 16 books and has many more to come.

If you are interested in booking Jody for your conference or event, click the Contact Jody Holland button to contact him.